Tomorrow People : Future Consumers and How to Read Them Today

by Raymond, Martin

• ISBN13: 9780273659570
• ISBN10: 027365957X
• Format: Hardcover
• Copyright: 2003-10-01
• Publisher: Trans-Atlantic Pubns

Summary

"The future is a profit stream waiting to happen, but it takes careful observation and anticipation to make it flow your way. This book is a snapshot of tomorrow's consumers. The world they will inhabit, the lifestyles and values they will adopt and the wa"

Table of Contents

Introduction	xv
Acknowledgements	xvii
part 1 Brands in the dock: survival of the most flexible
1 What's new? The only question worth asking	2	(4)
2 S**t happens - so you'd better be prepared	6	(1)
3 Prey now - and you'll pay later	7	(4)
4 Tactile futures - tomorrow's brands are about human values systems	11	(2)
5 Brailling the culture - to read change, you have to live it	13	(5)
part 2 Future imperfect: the shape of trends to come?
6 Through the looking glass - a world turned inside out	18	(2)
7 Terms of engagement - plugging into the shopped out	20	(5)
8 The future happened yesterday - you just missed it!	25	(7)
part 3 Blinding by numbers: or how data jockeys murdered the marketing stars
9 Data jockeys - their part in your downfall	32	(4)
10 Irrational exuberance - when nonsense makes cents	36	(6)
11 Beating the system - by playing with new ones	42	(4)
12 Real-time emergence - what observing the anomalies can teach us	46	(6)
part 4 The new rules of engagement: network laws and how to harness them
13 New cults rising - to the outer edges and beyond	52	(3)
14 Gilding the net - new communities offline	55	(3)
15 Organic networks - every brand should have one	58	(6)
16 80/20 networks - booster hubs and trend wormholes	64	(6)
17 Deviant strains - and the rise of edge marketing	70	(6)
part 5 Brailling the culture: listening to the signals as well as the noise
18 The science of unreason - why uncertainty is a profit margin waiting to happen	76	(3)
19 Content culture - the rise and death of no-brow living	79	(5)
20 Connected hives - the new netocracies and how to surf them	84	(3)
21 Copyleft - the battle of open think freeware	87	(7)
part 6 Network people: and how to use them
22 Anatomy of a network - working from the bottom up	94	(6)
23 Network procedures - etiquette and communication	100	(3)
24 Freeform thinking - keeping it fluid	103	(3)
25 Enchanted looms - using networks to gain insight	106	(10)
26 Open source networks - extranets and online creativity	116	(8)
part 7 Futurescapes: scenario planning and futureproof narratives
27 Storytelling your futures - scenario planning and our many tomorrows	124	(3)
28 Scenario planning - the lowdown	127	(11)
part 8 Consumer hides: in bed with Mr and Mrs Deviant
29 Tactile marketing - living with the enemy	138	(4)
30 The unlearning of data - when seeing is believing	142	(8)
part 9 Human factor interfaces: envisioning products and brands that stick
31 Invisible branding - factors that affect a product's take-up	150	(2)
32 Your critical threshold checklist - key adjectives and indicators	152	(4)
33 The D-factor - making products sticky or viral in the true sense	156	(3)
34 The insight game - when seeing is learning	159	(4)
35 Being there - gatekeepers and access culture	163	(7)
part 10 Consumer narratives: capturing them and using them to build future-faced brands
36 Consumer narratives - and the self-actualized shopper	170	(3)
37 Narratives we live and die by - or when truth is relative	173	(4)
38 Open-ended questions - not probing, just fishing	177	(5)
39 Listen, look, jot down - let solutions speak for themselves	182	(6)
40 Here in my car - when saying isn't telling	188	(16)
part 11 Cultural footprints: using 'aftermaths' to create brand maps
41 A load of rubbish - discarded dreams and how to read them	204	(4)
42 Waste not, want everything - bin-to-brand cartograms	208	(5)
43 Garbology maps - an atlas of prosumer desire	213	(5)
44 Visual goes factual - matching images to words	218	(4)
45 Insight into strategy - when the visual becomes flesh	222	(4)
46 Songlines and dreamlines - future narratives now	226	(8)
part 12 Trends briefing
47 Citizen brands - the truth wins out	234	(2)
48 Blur - no cause, only effect	236	(2)
49 Slo-gro - living in the quiet lane	238	(3)
50 The pleasure hide - the party-on generation	241	(4)
51 Cellular lives - new millennium families	245	(2)
52 Branded youth - the repackaging of childhood and beyond	247	(5)
53 New Essentialist Shopper - keeping it real	252	(3)
54 Gated luxury - new wealth decade	255	(4)
55 Regendering - men on the turn	259	(3)
56 The genome century - G-strings and DNA	262	(2)
57 Rainbow Youth - coming up guns and roses	264	(2)
58 The wellness century - the health bubble rises	266	(3)
Bibliography	269	(2)
Index	271